How to read the Outbound Campaign Performance report
The Outbound Campaign Performance report helps you decide which stores convert outbound campaigns well, where to focus coaching, and how callbacks and non-phone channels contribute to appointments.
Before you start
Before you read the Outbound Campaign Performance report:
Open Reports → Outbound Campaign Performance
Set Date Range and any scope filters first so every metric reflects the same period and organizations
Keep Reports → Glossary / Formulas open when a short label needs a plain-language definition
What this report shows
The Outbound Campaign Performance report shows how outbound campaigns convert at each Organization / Store: enrollment, outbound dials and contacts, callback handling on those campaigns, appointments set through phone, email, and SMS, scheduled appointments, and show results.
Outbound on this report means activity tied to campaigns with outbound campaign type, not every outbound-direction call in the account.
Definitions
The table below explains the main metrics and columns on the Outbound Campaign Performance report:
Column / metric | Meaning | How to use it |
Enrolled | Customers enrolled into the campaign during the date range | Volume entering the campaign — compare across stores before judging conversion |
OB Dials | Outbound calls on an outbound campaign (can include manual mode calls) | Outbound dialing volume by store |
OB Contacts | Outbound calls on an outbound campaign where the disposition denotes contact | Numerator for contact rate; low contacts with high dials may signal list or dialing issues |
OB Contact % | Contacts divided by dials | Quick contact-rate comparison across organizations |
OB Appts Set | New appointments created on an outbound call on an outbound campaign | Core phone appointment outcome from outbound dialing |
OB Appt % | Appointments set on outbound calls divided by outbound contacts | Outbound phone conversion rate after contact |
Callbacks | Inbound-direction calls on an outbound campaign, regardless of whether the call was answered | Volume of customer call-backs after outbound outreach |
CB Presented | Inbound calls on an outbound campaign offered to an agent (excludes instant drops and Save Place in Line) | How many callbacks reached an agent offer |
CB Handled | Inbound calls on an outbound campaign the agent accepted | Callbacks the agent actually took |
CB Handled % | Handled callback calls divided by presented callback calls | Service-level style rate for callback acceptance |
CB Appts Set | New appointments created on an inbound call on an outbound campaign | Appointments from returned customer calls |
CB Appt % | Callback appointments set divided by handled callback calls | Conversion after the agent handles the callback |
OB Email Appt Set / OB SMS Appt Set | New appointments from email or SMS dispositions on an outbound campaign | Non-phone appointment contribution on outbound campaigns |
OB Total Contacts | Total calls, email, or SMS on an outbound campaign where the disposition denotes contact | Combined contact count across outbound-related sources on the report |
OB Total Appts | Combined new appointments from outbound calls, callbacks, email, and SMS on outbound campaigns | Total appointment production tied to outbound campaigns |
OB Total Appts % | Total outbound-related appointments relative to total outbound-related contacts | Overall conversion across channels included on the report |
OB Appts Scheduled | Appointments scheduled on outbound campaigns across the outbound appointment sources on the report | Forward-looking scheduled volume |
OB Appts Show / OB Appts Show % | Outbound appointments on outbound campaigns that later show, and the related show rate | Quality check after the appointment is set |
Organization / Store | The dealership location associated with the activity | Each row on this report represents an organization / store |
Campaign | The outbound campaign whose activity is included (when shown) | Compare how a single campaign converts across stores |
How to read it
Use these steps to read the Outbound Campaign Performance report:
Set filters so every tile and table row reflects the same date range and scope.
Start with summary tiles — Enrolled, OB Contact %, and OB Appt % show whether outreach is reaching customers and converting to appointments.
Compare organizations in the organization performance table; look for gaps between dials and contacts, or between contacts and appointments.
Review callback columns (CB Presented, CB Handled, CB Appts Set) when outbound volume is strong but appointments lag — customers may be calling back without conversion.
Compare OB Appts Set, CB Appts Set, OB Email Appt Set, and OB SMS Appt Set against OB Total Appts to see channel mix by store.
Use OB Appts Show % to see whether set appointments are showing up.
Limitations
The Outbound Campaign Performance report has these verified limits:
Metrics are tied to outbound campaigns, not every legacy summary or agent-level outbound report — use Agent Outbound Conversion when you need agent-level detail.
Instant drops and Save Place in Line are treated differently from standard presented callback calls in the reporting definitions.
Some presentation details (summary tiles, charts, filter labels, group-by controls, or download controls) may vary on the live dashboard — treat the live report as the source of truth.
Common questions
How is outbound determined on the Outbound Campaign Performance report?
Outbound on the Outbound Campaign Performance report is determined by campaign type — metrics include activity tied to outbound campaigns, not every outbound-direction phone call in the account.
Where can I look up a metric label I do not recognize?
Open Reports → Glossary / Formulas and search for the metric name (for example OB Contacts or CB Handled). Use this article’s definitions table for report-specific labels.
Why doesn't a total match another report I use?
The Outbound Campaign Performance report scopes metrics to outbound campaign activity by organization / store and uses specific disposition rules. Another report may include different campaign types, date logic, agent scope, or channels — compare filter scope and definitions before expecting numbers to match.
What to do next
After you read the Outbound Campaign Performance report, use How to use the Outbound Campaign Performance report for weekly store review workflows, export the organization table for leadership packets when download is available, or open Glossary / Formulas before a team meeting to align on definitions.
Related articles
Getting started with the Outbound Campaign Performance report
How to access the Outbound Campaign Performance report
How to use the Outbound Campaign Performance report
Troubleshooting the Outbound Campaign Performance report